1. Using Personal Stories to Promote HRAs Tiffany Scheer Communications Consultant

2. Why tell stories? People like to know more about people they know (think: gossip) People like to know more about people they don’t know (think: People magazine) Effective marketing strategy used in health promotion – Jared the Subway guy – Update on Valerie Bertinelli for Jenny Craig (New Year’s video example)

3. Let’s test it out on HRAs Two different approaches – Tiffany – Scott One will be more memorable and more likely to lead me to action… Answers “What’s in it for me?” Value of the HRA will come out through the stories… One person hears the story and tells someone else, who tells someone else, etc.

4. Increasing HRA completion rates ↑ HRA completion rates = ↑ personal stories ↑ personal stories = ↑ HRA completion rates

5. Template for collecting stories Overview What’s your story? (10 minutes) 2 or 3 people share their stories

6. How you tell HRA stories Written (anonymous vs. identified) Verbal (face-to-face vs. video) Example from IHPM conference What resources do you have? – Time – Other staff support (your communications office?)

7. Measurement Check HRA completion rates Let me know how it goes…how you collected stories, how you told the stories—we’ll add to Resource Center Questions or comments? Tiffany.scheer@hca.wa.gov